Amazon.com Inc. is intensifying its rivalry with Alphabet Inc.’s Google with a new ad-supported video service that resembles YouTube by letting anyone upload clips.

As of Tuesday, Amazon account holders can upload original or their own licensed videos to the Video Direct service, the Seattle-based online retailer said. Such users can designate whether their videos are free to everyone, available to rent or own, offered through a subscription channel, or behind Amazon’s $99-a-year Prime paywall.